Brand Transparency – A Conversation with Alan Siegel of Siegel & Gale

Last week, I received a copy of Siegel & Gale’s report, “Siegel & Gale Simplicity Survey: A Clarion Call for Transparency.”  If you know anything about me, then you know that I am a big advocate of simple, clear and straightforward marketing messages and using common sense in marketing.  I’m anti-shock advertising and hard sales messages.  Consumers don’t have time to translate corporate rhetoric to try to figure out what you’re telling them.  If you don’t get your message across quickly, you’ve wasted your time and money.  Never has the need to be transparent been more crucial than it is during an economic downturn when consumers are actively searching for honest companies to do business with. 

Reading the report by Siegel & Gale put hard numbers around much of what I always preach to clients.  In short, consumers want simple language, honesty and clarity from brands.  After reading the report, I was lucky enough to secure a few minutes of Alan Siegel’s, Chairman and CEO of Siegel & Gale, time to talk about his position on simple and transparent marketing. 

I asked Alan what steps companies should take first to reposition themselves as transparent.  His response was to focus on the inside first.  In other words, policies must be set for developing clarity.  He indicated that much of the information companies provide to employees (and customers, for that matter) is self-serving with little personality. [Read more]